Your LinkedIn Is Talking Trash

A lot of executives know they need a “personal brand.”

Then comes the harder question:

What the hell is my personal brand? 😂

I see this all the time with accomplished professionals.

They’ve spent 15, 20, even 30 years building experience.

They’ve led teams.

Driven growth.

Solved major problems.

Managed change.

Built relationships.

Delivered results.

But ask them what they want to be KNOWN for?

Crickets.

And that’s where another executive job search trio shows up:

FRUSTRATION: “I don’t know how to create a personal brand without sounding fake.”

DESIRE: “I want a LinkedIn profile that actually attracts the right opportunities.”

FEAR: “What if employers judge me based on my age or experience level before they understand my value?”

Here’s the good news:

You don’t need to invent a personal brand.

You need to uncover the one you’ve already built.

What problems do people consistently come to you to solve?

What results keep showing up throughout your career?

What do former colleagues say you’re exceptional at?

What separates you from 50 other executives with similar titles?

And most importantly:

What do you want to be hired to do NEXT?

That’s the story your LinkedIn profile should tell.

Not your entire career history.

Not every responsibility you’ve had since 1998.

And definitely not a headline that simply says:

“Experienced Executive | Results-Driven Leader | Strategic Thinker.”

Congratulations.

You just described half of LinkedIn. 😂

Your headline, About section, experience, accomplishments, recommendations, and activity should reinforce a CLEAR professional identity.

And if you’re concerned about age bias?

Don’t try to hide decades of experience.

Make those decades RELEVANT.

Show that you understand today’s technology.

Talk about current industry challenges.

Demonstrate adaptability.

Highlight transformation, innovation, growth, and modern leadership.

Position yourself as someone whose experience helps organizations solve what’s coming NEXT.

MJW Takeaway:

Your personal brand isn’t a catchy slogan.

It’s what people understand about your value when you’re not in the room to explain it.

Make sure your LinkedIn isn’t simply telling employers where you’ve been.

Make it obvious why they should want you for where they’re going.